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Seven Secrets of Successful Small Businesses
Presented by
• Steve Strauss – Lawyer, Author and “Small
Business & Entrepreneurship” Columnist for USA
Today, P&G Professional Advisory Council
Member
• Greg Elmore – Customer Business Development
Manager, P&G Professional
Table of Contents
1. Every experience counts
2. Take care of the small stuff
3. Use the 80-20 rule
4. Market your business
5. Work to be the best
6. Involve your employees
7. Have a vision
2
Objectives
In this 60-minute webinar, attendees will:
• Learn seven key traits of the most successful
small businesses
• Gather practical and easy-to-follow advice to help
set themselves apart from the competition and
achieve their very best
3
4
Steve Strauss “Small Business & Entrepreneurship” Columnist
for USA Today,
P&G Professional Advisory Council Member
Presents
5
Not All Small Businesses are Created Equal
7 Secrets of Great Small Businesses
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1. Every Experience Does Count!
• Experiences, good and bad alike, create lasting
impressions in the minds of customers
• They become the filter by which you are viewed
• Thus, for most customers, branding takes place
in an instant
7
Your Business Brand
• What customers think when they think of you
is your brand.
• It is your name, reputation, products, service,
slogan, and business personality - all rolled into
one
• 3 seconds is all you got!
8
Benefits of a Great Brand
• More Income Potential
• Consistent Business
• An Aura of Success
• Credibility
• Top of Mind
• Perceived Value
• Different, Better
What Branding is Not
• It is not just for large corporations
• It is not about fame
• It is not about inauthenticity
What is Your X Factor?
• What is it you do that is unique, different and
special?
• How does this differentiate your from the crowd?
• Advantage: It’s not just about offering bargains
1. Assess your brand today
2. Decide what you want it to be
3. Determine your unique characteristic
4. Decide on your lead attribute
5. See with whom you can co-brand
6. Choose your tools
7. Launch your campaign
7 Secrets to Creating a Memorable Brand
2. Great Small Businesses Sweat the Small Stuff
1. “It’s the little details that are vital. Little things make big
things happen.” -- John Wooden
2. The lesson of the trim tab
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3. Focus on the 80-20 Rule
• The basis for the rule
• Applications, generally
– Top 20% employees
– Top 20% web pages
– Top 20% products
• Most important application: Your current customers
80-20
80–20 Tips
• In this economy, new customers are out there
• People are looking:
– For extra value
– To be appreciated
– For excellence
• Loyalty may be trumped by:
– Bargains
– Other benefits
4. Great Small Businesses Market Their
Business, and Keep Marketing It
• The 3 types of customers
• Process:
– Choose your marketing tools, new and old alike
– Launch
– Rinse, repeat
– Review
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Tools
• Website
• Social Media
• Products
• Service
• Networking
• Business Card
• Signs
• E-newsletter
• Advertising
Branding Tools Drilldown:
Create a Sticky Site
• Video
• Blogs are SEO, and customer, friendly
• E-newsletters
• Forums, polls and surveys
• User-created content
• Remember: Content is King!
Brand Tools Drilldown: Social Media
The Word-of-Mouth Today
• CONS of Social Media
- Time consuming
- Nebulous results
- Mistaking activity for
results
• PROS of Social Media
- Branding
- New relationships
- “Free”
- BEST of all: It’s today’s word of mouth 19
5. Good is the Enemy of Great
“In your life you only get to do so many
things and right now we’ve chosen to do
this, so let’s make it great.”
-- Steve Jobs
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Good vs. Great
How can you be great?
21
6. They Involve Their Employees
Survey says!
22
7. Great Small Businesses Know it is
About More Than Making Money
• They want to make a difference
• They want to create an exceptional experience for
their customers.
• They want to create a business that brings value
to themselves, their team and their customers.
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Webinar Review
1. Every Experience Counts
2. Take Care of the Small Stuff
3. Use the 80-20 Rule
4. Market Your Business
5. Work to be the Best
6. Involve Your Employees
7. Have a Vision
24
• Understand the Value of a Good Experience
• Understand the Impact of a First Impression
• Understand the Need for Trusted, Effective Products that
Deliver Value and Results You Can Believe in
• Understand that Having the Right Tools are Critical to
your Productivity
• Understand that Being Equipped is Essential to your
Business
P&G Professional Understands
Small Business
Trusted brands that both your employees and customers
recognize and use
Simple, safe and effective products for every cleaning
solution needed for your business
Designed to be convenient and productive to help you be
successful
Trusted Brands for Your
Small Business
Brand Highlight
First Impression may not be what you see…
but what you smell!
Full-Line of Odor Eliminating Products:
Febreze Air Effects: Clears away stifling odors with light, fresh scents and patented binding technology locks onto odor molecule
Febreze Fabric Refresher: Formulated to penetrate deep into fabrics, and the patented cleaning system dissolves and permanently eliminates trapped odors
Brand Highlight
Perfect tool for that Finishing Touch!
Full-Line of Odor Swiffer Duster/Sweeper Products:
Swiffer: Provides the finishing touch for clean-ups, attracting and trapping dust, dirt, common allergens and hair with adhesive dust lock
Offerings:
Swiffer Duster
Swiffer 360 Duster
Swiffer Sweeper
Swiffer Wet Jet
Swiffer SteamBoost
Brand Highlight
The possibilities are practically endless!
Mr. Clean Magic Eraser
Penetrates surface grooves to clean trapped dirt and grime. Cleans walls, baseboards, floors, blinds and plenty more!
Offerings:
Original
Extra Power
Duo
Bath Scrubber with Febreze
Kitchen Scrubber with Dawn
New! Handi-Grip
Brand Highlight
Versatile and simple, helping you improve efficiency
and productivity at the same time!
Spic&Span 3-in-1 Disinfecting All-Purpose Spray and Glass Cleaner
Powerful 3-in-1 formula hospital-grade disinfectant that is also used
as an all-purpose cleaner, leaving your mirrors and glass streak
free
Kills 99.999% of germs when used as directed
Cleans with 50% fewer strokes
Questions and Answers
For more information visit www.pgpro.com
or call (800) 332-7787
For more information visit www.pgpro.com
or call (800) 332-7787
Thank you for attending the
“Seven Secrets of Successful
Small Businesses”
webinar today
Thank You